Project bluesky/ readership issues

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Newspaper ads that demonstrate the strategic
role of Conveying Information
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Six Strategic Roles
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There are many ways to create powerful
connections with readers when you advertiser in
newspapers whether the story youre telling is
intended to inform, entertain, inspire, stimulate
thinking, generate feelings or even change
behaviour. These six distinct, but not mutually
exclusive, strategic roles that newspapers can
play were originally identified by The Newspaper
Marketing Agency in the UK. These roles have
subsequently been validated by Ipsos Media CT and
The Newspaper Works through a combination of
qualitative and quantitative testing.
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Their definitions
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The Role Map demonstrates how consumers connect
with newspaper advertising across the six
strategic roles, comparing the performance of
newspaper creative against a footprint of all ads
tested, or in the case of the six roles,
comparing the performance of creative against a
footprint of all ads tested.
Retail average
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About the research
Phase 1

• 36 newspaper ads tested to establish All
  Newspaper Norm and Retail Average footprints
• Wave 1 July-August 2008, 27 randomly selected
  retail ads tested
• Wave 2 October-November 2008, 9 additional hand
  picked retail ads tested
• Sample Australians 16 in five cap cities
• Total 2,475 respondents and over 7,000 ad
  observations
• 100 observations for each ad tested

The Newspaper Works effectiveness partner
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About the research
Phase 2

• Average of 9 newspaper ads tested monthly
• Various categories accommodated
• Sample to date Australians 16 in Sydney (n300
  in total)
• Further samples will include other metro markets
• 100 observations for each ad
• Conducted online by Ipsos

The Newspaper Works effectiveness partner
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Gives me more information about the brand
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Newspapers have always been well regarded as a
medium for providing information, whether it be
breadth, depth or complexity of information.
All Newspaper Norm
Information score for each ad
Significantly different to All Newspaper Norm at
90 c.l.
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Information-based advertising can be
communicated in quite simple, straightforward
ways, as these ads demonstrate. Colgate uses a
simple checklist of features and Jetstar delivers
its proof points to demonstrate its more than a
budget airline.
All Newspaper Norm
Information score for each ad
Significantly different to All Newspaper Norm at
90 c.l.
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Newspapers also provide the opportunity to
deliver information in an entertaining and
evocative way that also tells a story. Meat
Livestock uses an intriguing headline and clever
creative to explain red meats beneficial effect
on the brain, and RTA uses an appealing visual to
reinforce its accessibility.
All Newspaper Norm
Information score for each ad
Significantly different to All Newspaper Norm at
90 c.l.
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The newspaper reading experience is enjoyable
and involving, which predisposes consumers to
more detailed information in an environment of
credibility and trust. Newspapers provide the
time and space to present a brands case and to
explain a broader range of messages, or more
complex ones.
Information-based advertising increases
peoples knowledge about a brand, helps them with
brand research and takes them further down the
consideration funnel. Newspapers are a strong
and proven medium for delivering information
around a brand, whether its a few simple points
or longer, more detailed copy.
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Comments

Conveying Information advertising can be breadth,
depth or complexity of information. While many
ads that convey information are copy and content
heavy, not all of them need to be. Even the
relative simplicity and lightness of the RTA ad
(bottom ad) can be seen to deliver information,
in this case by demonstrating the product benefit
visually. Nevertheless, ads that are content
heavy can also be simple, easy to understand and
compelling communication.
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While the examples presented in this report
clearly demonstrate a dominant strategic role in
each case, RoleMap isnt a compass. Newspaper
advertising tends to work across a range of
roles, often feeding off each other in the
process. For example, more detail (Information)
can provoke a rethink about a brand
(Re)Appraisal) which in turn creates a closer
emotional connection with consumers (Affinity).

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While IKEAs ad performs strongly as a retail ad
by driving a Call to Action via its price point,
its also helping build the brand with its
eco-credentials story and in doing so encourage a
rethink about the IKEA brand (Re)Appraisal, which
in turns builds Affinity with the brand.
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Virgin Blues topical ad (taking on Qantas), is
seen to put an important issue on the Public
Agenda, and in doing so gets consumers to rethink
the Virgin Blue brand (Re)Appraisal, also driving
a Call to Action in the process.
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Beaurepaires performs very strongly in the
classic retail footprint, delivering important
Information when belts were being tightened
(during the GFC) and in turn effectively driving
a Call to Action.
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Summary

• Newspapers can be utilised across the full
  spectrum of strategic roles, some of which are
  traditionally associated roles for newspapers,
  such as Call to Action and Information roles.
• However newspaper advertisers are also
  increasingly recognising the role that newspapers
  can play in brand building roles such as
  Affinity and (Re)Appraisal.
• Furthermore newspapers are being harnessed to
  drive important brand issues and causes (Public
  Agenda) and to extend and build on TV activity.
• In this report, advertisers have demonstrated
  both expected and fresh ways to bring their
  communication to life while still delivering
  effective outcomes for their brands.

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Questions?
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For more information on this or any of the other
strategic roles that can be used in newspapers to
connect powerfully with consumers, contact your
sales executive or The Newspaper Works
on Phone [phone] Fax (02) 9692
6399 Email Admin_at_thenewspaperworks.com.au www.the
newspaperworks.com.au